Recently I contracted Points West Consulting out of Regina to conduct market testing for our Flaman Man commercials. This fiscal year the Flaman Man commercials have been a polarizing conversation within our organization, and it seems outside of it as well. Many within the organization love the Flaman Man and embrace it with devotion; hawking Flaman Man T-shirts with joy and having their children participate in the current Flaman Man coloring contest. To them the character has become a fitness hero; others in the organization are embarrassed by the campy style of the campaign that pays homage to the golden era of TV super heroes (think Adam West’s Batman).
In a world of multiple channels, cascading competing products and vendors, what really are you buying? Many items have become not much more than commodities. Yet there are products and retailers that stand out. Apple, Nordstrom, MEC (Mountain Equipment Coop). So why do these products and retailers stand out? The brands are not selling products, the brands are selling an experience.
Recently, we had a tradeshow for the Trailer Division, the Draggins Car Show. The hours were horrible for those working the booth: Good Friday from 10 am to 10 pm and Saturday 10 am to 10 pm, with move out 10 pm to 1 am that night. Goodbye weekend! For the most part, during those two 12 hour days, the show was busy. I personally worked about half of the hours and post show I began to reflect upon whether this show was worth our while to do again next year.
If you could look at a trend in the last few years, many pundits have been claiming the end of traditional marketing as we know it is upon us. The debate rages, but I believe this is not a zero sum game for most companies. I believe that a company needs to have a mix of the two kinds of marketing – inbound and outbound- and of course integrate the two in order to have the greatest effect on its customers and reach.
Unique Value Proposition -or finding your message, or your call to action or yelling and selling (converting) online. When you are creating a page online or any marketing message for that matter which is not just doing general recognition branding; you need to have a UVP.